A poor exhibit marketing plan for Trade Show Display Exhibiting consists of many different factors and it is easy to forget about some of the important considerations. Some of these components are likely to make or break your trade show display. Below are the points that are essential to trade show success. You will increase your success at a trade show convention by avoiding the deadly sins of Trade Show Display Exhibiting.

Sin A: A poor exhibit marketing plan.

Making trade show displays a powerful attribute to your broader marketing efforts; there must be total agreement between the strategic marketing and your exhibit marketing plan. Tradeshows are not mutually exclusive from your overall marketing plan. Specifically define what it is you want to achieve – increasing sales with current customers; presenting new products to new customer or existing customers; or introducing new products into new markets. This is the foundation on which to build your marketing plan. Find out specifically who your target customers are and then consider marketing programs tailored to these customers.

Sin B: Not setting measurable exhibiting goals.

Goals are the substance of the whole trade show experience. Defining these goals will be the guiding force that determines all aspects of your trade show display – the theme, trade show display appearance, custom graphics, displays, etc. Exhibiting goals should supplement your overall marketing plan and assist in making them a reality. It is important to set measurable goals which will provide a good gauge of your success.

Sin C: Not building brand awareness with your booth.

A Trade Show Display is a representation of everything your company offers its clients. The goal is to present your company in a way that is memorable and leaves a lasting impression. This means that there needs to be consistency and clarity in every aspect of your exhibiting program, before, during and after the show. Use large graphics in a warm friendly environment that have consistency and present your central message. Paint a picture in your visitor’s minds that is unique and will make them remember your company.

Sin D: Not giving your visitors a reason to visit your booth.

In any trade show convention, visitors have many distractions and options to take in. Focus on an incentive to draw visitors to your booth. People’s primary interest is to save time and money and grab hold of the latest and newest products and services. Make sure you bring these things to their attention first.

Sin E: Not having giveaways that work.

Related to giving visitors reason to visit your booth is offering them a premium item that will motivate them to stop at your trade show display. Giveaways that work require tremendous thought and ingenuity. Consider what your intended audience would find extremely valuable and help them be more efficient with their work. Things that are hard to find elsewhere or things that are educational. Use the right giveaway and offer them as a reward or thank you for visiting your trade show display.

Sin F: Not using your people on your marketing team.

The people on your team that represent the vision of the organization are one of the most valuable resources in a Trade Show Convention. Choose them well. Have meetings and planning sessions before the trade show convention to define the company’s goals and methods. Go over methods to make visitors feel welcome, and important selling techniques. Most importantly, make sure they are all aware of the company’s overall objectives and goals.

Sin G: Not have a proper follow-up plan.

Immediately after the trade show, start working on following up on the valuable leads you acquired. The images presented at your Trade Show Display are fresh in your visitor’s minds and makes it the prime time to contact them. Create an organized lead handling system that is measurable and effective.